Исследование взаимосвязи скрытого нарциссизма и отношения к товарам класса люкс у россиян

Психология. Историко-критические обзоры и современные исследования. 2022. Т. 11. № 6А. С. 145–158.

Maksimenko A., Юринова Д.

The institution of demonstrative behavior in Russia is evolving due to both the influence of socially responsible and socially significant trends of the last 10-20 years related to the prosocial behavior of citizens, and external challenges, including sanctions pressure. In this regard, it becomes relevant to study the attitude of modern Russians to premium segment goods. The purpose of this study was to identify attitudes towards luxury goods and to study the relationship of this attitude with hidden narcissism. In a study conducted in May 2022 on an all-Russian sample of 500 people using questionnaires of hidden motives for luxury consumption and a scale of hidden narcissism, it turned out that the attitude to luxury goods among Russians is to gain status and the desire to separate from the mass segment of consumption. The desire to receive luxury items is associated with social phobia and vulnerability. At the same time, the unwillingness to show luxury goods is associated with Russians with isolation, low self-esteem and focus on their problems and worries. In the course of the study, the initial hypothesis was confirmed that the consumption of luxury products among Russians is interconnected with their personal characteristics, namely, with hidden narcissism.

Keywords: роскошь, демонстративное потребление, luxury goods, luxury, demonstrative consumption, Psychology consumption of branded goods, motivation for the consumption of luxury goods, hidden narcissism, clubbing, Психология потребления брендовых товаров, мотивация потребления товаров класса люкс, скрытый нарциссизм, товары класса люкс, клубность